Vidya Balan has signed a whopping Rs50 million (Dh3.3 million) deal for endorsing a sari brand. The elan with which Balan carries the traditional Indian attire has prompted a well-known Chennai-based sari brand to sign the actress as its brand ambassador.
“Vidya today represents the quintessential Indian woman. She not only dazzles in saris but is also astoundingly self-assured to follow a path charted only by her at a time when everyone is sporting similar looks. She stands out from the crowd. She brought saris ‘back’,” said Swati Iyer of Bling! Entertainment Solutions.
“Hence it is no surprise that we got her to be the face of the biggest sari brand in the country. We are delighted and extremely proud to play a crucial role in creating Brand Vidya. Today Vidya stands for everything beautiful, real, honest, Indian and fearless. We now also manage her movies and endorsements,” Iyer added.
In recent times, Balan has given hits such as Paa, Ishqiya, The Dirty Picture, No One Killed Jessica and Kahaani.
Celebrity photographer Atul Kasbekar, who owns Bling! Entertainment, added that they are positioning Balan as India’s Meryl Streep.
“We have positioned her as India’s Meryl Streep. To a moviegoing audience worldwide, if the venerable Streep’s name is in the titles, it is a reason enough to watch the film. We believe that Vidya is now in that league in India by a unique combination of critically acclaimed performances and box office success,” he said.